A Study of the Sport Brand Affects Undergraduates' Consuming Behavior
| Autor: | Che-Yu Li, 李哲宇 |
|---|---|
| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 The purpose of the study understood undergraduates who purchased the sport products when the cognitive situation of brand image also it had been through repeatedly process, and investigated the influence on the sport brand which transmitted brand image to undergraduates’ consuming behavior. The way of the study was to collect the samples in convenience sampling. The study focused on undergraduates in Taizhong City. There were 1000 copies provided, and 826 copies effective recycled. The effective participation rate was 82.6%. The results of the study were as follows：1. The subjects were women most. For most people, their pocket money was NT$1,000-NT$1,499 each week, they ever purchased the sport products for once in the past years. The price was NT$1,000-NT$1,499 recently. Additionally, the sport brand they liked most was adidas. The sport brand was Nike which was purchased most times in the recent five times. 2. The undergraduates thought adidas better than Nike on cognitive of brand image. 3. The brand image of adidas had positive influence on plan and expense steps of consumer behavior. According to the results, the study proposed not only the correlation suggestions to enterprise also the reference direction for following research which was done by future researchers. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|